[GLOSSARY]
Speak like a Strategist
Speak like a Strategist
Quick definitions for the branding terms used throughout the site, so you can better understand what’s included and what each deliverable means.
Quick definitions for the branding terms used throughout the site, so you can better understand what’s included and what each deliverable means.
Branding
Branding
How you create that feeling through experience.
How you create that feeling through experience.
Brand Identity
Brand Identity
The visual aesthetic of your business: logos, colors, fonts, patterns, and other recognizable design elements.
The visual aesthetic of your business: logos, colors, fonts, patterns, and other recognizable design elements.
Brand Guidelines
Brand Guidelines
The document that outlines exactly how your business shows up to ensure consistency.
The document that outlines exactly how your business shows up to ensure consistency.
Brand Strategy
Brand Strategy
The plan for how your business is going to reach its audience.
The plan for how your business is going to reach its audience.
Brand Pillars
Brand Pillars
Your business’ core values, beliefs, and functional strengths.
Your business’ core values, beliefs, and functional strengths.
Brand Values
Brand Values
What matters to you rationally, emotionally, and socially.
What matters to you rationally, emotionally, and socially.
Brand Voice
Brand Voice
The tone and personality of how your business communicates.
The tone and personality of how your business communicates.
Brand Archetype
Brand Archetype
The persona of how your brand shows up based on human psychology.
The persona of how your brand shows up based on human psychology.
Brand Positioning
Brand Positioning
Why someone would choose your business over a competitor.
Why someone would choose your business over a competitor.
Rebrand
Rebrand
The process of refreshing your current branding to tell a better story, change direction, or level up your image.
The process of refreshing your current branding to tell a better story, change direction, or level up your image.
Personal Brand
Personal Brand
What people know you for: values, skills, goals, and purpose.
What people know you for: values, skills, goals, and purpose.
Pitch Deck
Pitch Deck
A presentation that explains your business, offer, audience, strategy, or idea in a clear visual format for investors, partners, clients, or collaborators.
A presentation that explains your business, offer, audience, strategy, or idea in a clear visual format for investors, partners, clients, or collaborators.
Ecommerce
Ecommerce
Selling products or services online through a website, shop platform, checkout system, or digital storefront.
Selling products or services online through a website, shop platform, checkout system, or digital storefront.
Domain
Domain
Your website’s address, like yourbusiness.com, that people type into a browser to find your site.
Your website’s address, like yourbusiness.com, that people type into a browser to find your site.
SEO / Keywords
SEO / Keywords
Search-friendly words and phrases that help people find your website, profile, products, or services through search engines and platform search.
Search-friendly words and phrases that help people find your website, profile, products, or services through search engines and platform search.
Handle
Handle
Your username on a social platform, usually shown with an @ symbol, that makes your account searchable and identifiable.
Your username on a social platform, usually shown with an @ symbol, that makes your account searchable and identifiable.
Marketing
Marketing
The strategy and actions used to connect your business with the right audience, build awareness, communicate value, and encourage people to take action.
The strategy and actions used to connect your business with the right audience, build awareness, communicate value, and encourage people to take action.
Serif
Serif
A type style with small finishing strokes on the ends of letters. Serif fonts often feel classic, editorial, refined, or traditional.
A type style with small finishing strokes on the ends of letters. Serif fonts often feel classic, editorial, refined, or traditional.
Sans Serif
Sans Serif
A type style without small finishing strokes on the letters. Sans serif fonts often feel clean, modern, minimal, or straightforward.
A type style without small finishing strokes on the letters. Sans serif fonts often feel clean, modern, minimal, or straightforward.
PNG
PNG
An image file type often used for logos, graphics, and transparent backgrounds. Great for digital use when crisp edges are important.
An image file type often used for logos, graphics, and transparent backgrounds. Great for digital use when crisp edges are important.
A file format that preserves layout and design. Commonly used for guides, presentations, print-ready files, forms, and shareable documents.
A file format that preserves layout and design. Commonly used for guides, presentations, print-ready files, forms, and shareable documents.
JPG
JPG
A common image file type used for photos and web graphics. JPG files are easy to share but do not support transparent backgrounds.
A common image file type used for photos and web graphics. JPG files are easy to share but do not support transparent backgrounds.
Logo Suite
Logo Suite
A full set of logo variations for different layouts and uses, usually including primary, secondary, submark, favicon, and color variations.
A full set of logo variations for different layouts and uses, usually including primary, secondary, submark, favicon, and color variations.
Primary Logo
Primary Logo
The main version of your logo and the one you use most often across your website, packaging, social profiles, and branded materials.
The main version of your logo and the one you use most often across your website, packaging, social profiles, and branded materials.
Secondary Logo
Secondary Logo
An alternate logo layout used when the primary logo does not fit the space, such as horizontal, stacked, narrow, or simplified placements.
An alternate logo layout used when the primary logo does not fit the space, such as horizontal, stacked, narrow, or simplified placements.
Submark
Submark
A smaller simplified brand mark used in tight spaces, like profile photos, stickers, packaging seals, icons, or small branded accents.
A smaller simplified brand mark used in tight spaces, like profile photos, stickers, packaging seals, icons, or small branded accents.
Favicon
Favicon
The tiny icon that appears in a browser tab, bookmark, or search result next to your website name.
The tiny icon that appears in a browser tab, bookmark, or search result next to your website name.
Typography
Typography
The fonts and text styling used in your brand, including typefaces, sizes, spacing, hierarchy, and how written content visually shows up.
The fonts and text styling used in your brand, including typefaces, sizes, spacing, hierarchy, and how written content visually shows up.
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We offer creative memberships for continuous marketing support to strategically scale your brand.
Need continuous support to grow your business? Our creative memberships offer on-going marketing strategy, content creation, and creative direction.
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